Discretion Is The Better Part Of Pill's New Packaging

That's why another widely recognized feminine icon is revamping its look after more than 20 years. The birth-control pill dispensers of Ortho-McNeil Pharmaceuticals are going incognito to better blend in with the assortment of cosmetic compacts, cell phones and day planners women schlep around.

A familiar sight in medicine cabinets and purses for years, the Ortho Dialpak just got too familiar for its own good. That's what the marketing folks at Ortho-McNeil found out when they surveyed their consumers, who said they wanted something more discreet.

"The new Dialpak was designed based on years of research on what women want," says Barbara Somma, senior director of marketing services for the pharmaceutical company. "It's easy to pack, easy to track."

And obviously, years of research prove that women want something that looks like a makeup compact. While the new packaging takes its inspiration from the cosmetic aisle, the new look is not just about appearances. Each pill along the one-way dial is labeled with both a number and a day of the week to help minimize mistakes.

The new Ortho Dialpak is available for users of Ortho Tri-Cyclen, the leading prescribed oral contraceptive, and Ortho-Cyclen tablets. The remaining Ortho-McNeil brands will phase in the new Dialpak over the next two years.